Figures in this report include aggregate display, search, classified, video and mobile advertising data regarding 25 IAB Europe countries. You can find data such as total ad spend (by category), market share, and growth. Country specific data is available as well, such as top 10 Internet Properties and top ad publishers.

Hurriyet Internet Group is 5th largest online media property with about 50% reach in Turkey. Also, hurriyet.com.tr is Turkey's 3rd largest ad publisher. Turkish online ad spend is 13,9% of total ad spend, and it has 11th place in this respect, where England is #1 with 28,7%.

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ABOUT THIS REPORT The sources of the digital advertising spend data contained within The figures featured in this report include data from 25 IABs. this report are the annual industry benchmarking studies run by each national Interactive Advertising Bureau (IAB) in Europe. The national benchmarking studies represent the income of thousands of websites and digital advertising businesses. The reported results are considered the closest measurement of digital advertising revenues across Europe as the data is compiled directly by local IABs based on information supplied by companies selling advertising online. Only IABs that were able to provide 12 full months of advertising expenditure data are included. The data for this report is stated on the basis of actual gross in- come (the monies actually paid by the advertiser, including any agency commission). The report incorporated data from the fol- lowing digital advertising sectors:  Display advertising  Search (pay per click fees)  Classifieds & Directories Where national IABs report data for spend on mobile internet adver- tising this is incorporated into the relevant advertising sector total. IAB Europe in partnership with IHS Screen Digest collates and aggregates the data and makes the adjustments necessary to en- able the data to be comparable. Full details of this process for each country are provided in an Appendix. The result is comparable data based on actual revenues from across Europe. This is the fifth edition of the report and therefore once again we are able to include year-on-year comparisons in the report for those countries that have participated for at least two years. IHS Screen Digest does not audit the information or the data from local IABs and provides no opinion or other form of assurance with respect to the information. Only aggregate results are published and individual company information is held in strict confidence by the audit partners of local IAB studies.4 IAB Europe AdEx 2010

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SECTION 1 - AdEx 2010 Analysis 2010 GROWTH IN CONTEXT European Digital Advertising Growth History tor, which managed to grow 10.8% despite the tough economic conditions, as advertisers were reassured by direct response Spend on European digital advertising has grown every year since payment structure. European Display advertising investment was IAB Europe began benchmarking the market in 2006. static, growing just 0.3% during this period, and even declining slightly in some mature markets as advertisers reduced budgets. In 2007 the spend on digital advertising grew by 40%. This was driven by substantial growth in the dominant high value western In 2010 Europe’s digital advertising industry returned to strong European markets like Germany, UK and France. growth, the increase of 15.4% on 2009 spend indicating that the industry was well positioned to recover from the 2009 slow down. As these markets matured in 2008 their growth decelerated and clustered around 20%. Extremely high growth was still present in Total European digital advertising spend YoY growth some emerging markets like Poland and Slovenia, however the total value of these markets was not sufficiently large to have a 40% 40.0% 35% substantial impact on overall European growth rate. 30% 25% In 2009 the effect of the economic recession was strongly felt in 20% 20.2% the advertising sector, which saw significant declines in many mar- 15% 15.5% kets. The digital sector outperformed the rest of the market and 10% achieved an overall growth of 4.5%, although some of the emerg- 5% 4.5% ing digital markets saw a slight decline as the digital sector was 0% 2007 2008 2009 2010 still fragile. The overall growth was maintained by the search sec- Source: IAB Europe/IHS Screen Digest After the heady days of +40% growth in 2007 and +20% in 2008, European ad spend slowed to a crawl at +4.5% in 2009, Advertising’s toughest year for a generation. That relatively meagre increase was driven by search, our most immediately accountable format. Indeed some industry soothsayers were predicting the demise of display! How- ever, they reckoned without the brand power of online video and social, and the evermore sophisticated target- ing techniques afforded by DR display. All this played out in 2010 to great effect, with display up 21.1%, outper- forming search - a respectable +15.6%. As that trend continues in 2011, we’re set for an exciting new decade. Guy Phillipson, CEO, IAB UK6 IAB Europe AdEx 2010

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SECTION 1 - AdEx 2010 Analysis DIGITAL ADVERTISING MARKET SHARE Using Warc’s valuations for main media (television, newspapers, will have used a source other than Warc for the valuation of the magazines, cinema, radio and outdoor) we can see the huge vari- total advertising market in that country. ation in digital media’s market share across the region. High market share (over 20% of total media spend) indicates a mature market, where the majority of advertisers invest in digital Romania is beginning to show the early signs of recovery media in some way, and where advertisers have a wide variety of after the crisis. There is a certain increase due to the formats and digital channels from which to choose. Low market growth of penetration, the migration of the audience share for digital advertising indicates that a market has extremely from print to online and the fact that people involved in strong potential for growth, as it suggests that there are still plenty the communication chain got more accustomed with the of advertisers in the market who have not yet experimented with tools and the traceability of online communication. The digital media. big bet regarding the conversion to digital is related to the big advertisers, especially of FMCG. The new ones While almost 29% of all advertising spend in the UK is placed on- are usually more open to online communication, espe- line, this figure is just 4% in Romania. To put that difference in con- cially the ones that started with small CPC campaigns. text, in 2006 when the UK already saw over 11% of advertising We can see some signs that there will be further growth budgets going online, just 4% of advertising spend in Spain was in 2011, but it is early days and the boom is still to come on digital media, and by 2010 this had grown to just under 14%. in the future. These percentages may vary from those published in the local Calin Rotarus, General Manager, ARBO Interactive markets by the national IABs. That is because the national IABs Warc Online as Percentage of Total Ad Spend 30% 28.7% 28.0% 25% 25.3% 25.2% 20% 21.2% 20.7% 19.8% 17.5% 17.2% 15% 15.6% 13.9% 13.9% 11.9% 11.8% 11.6% 11.4% 10% 11.3% 8.6% 8.3% 8.2% 7.9% 6.9% 5% 5.4% 5.4% Romania 4.0% 0% UK Denmark Norway Netherlands Czech Rep. Sweden Germany Poland Finland France Turkey Spain Hungary Russia Switzerland Italy Belgium Ireland Croatia* Austria Slovenia Bulgaria Greece Slovakia* *2010 data from Warc is estimated Source: IAB Europe/IHS Screen Digest/Warc10 IAB Europe AdEx 2010

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SECTION 1 - AdEx 2010 Analysis SHARE OF FORMATS spend on mobile advertising grew 166% in the same period. So even though both formats emerged from small bases in 2010, their high growth is contributing to the increase in overall Display advertising investments. Search takes off in emerging markets Search is still Europe’s biggest digital advertising sector, worth €7.94 billion in 2010. It accounts for 44.8% of all digital advertising investments. Search also saw growth accelerate in 2010, rising from a 10.8% increase in 2009 to 15.6% in 2010, in line with the growth of all digital advertising. Search has seen phenomenal growth in many emerging markets, In the course of the 2008-2009 recession many Russian with Russia seeing investment increase by over 49%, and Turkey businesses had to cut on their ad expenses. During over 41%. Previous experience indicates that as the pay per click those dire times they have learned and valued the real model is seen as low risk, and the advertising formats dictated by efficiency of digital advertising. As a result, in 2010 when the search model are straightforward, search is seen as the entry budgets started to grow again, Internet got a larger point to digital advertising by many new advertisers. These new share, and online advertising appeared to grow faster advertisers who are venturing into search, driving the investment than ad market as a whole. Search benefited above aver- in the emerging markets, may well soon invest in other formats. age as the most flexible, controllable and measureable type of online advertising. Search growth is still strong in the more established markets, with traditionally search-dominant markets like the UK and Netherlands Andrey Sebrant, Director of Product Marketing, Yandex still reporting 9.5% and 12.2% growth respectively. This indicates that advertisers in these territories have recognised the impor- tance of using digital formats together, and that the boom in dis- play advertising has not been at the expense of search advertising. Online display advertising was up 27.5% year on year in the UK in 2010. As well as an increase in display Directories and Classifieds holds its own advertising in a social media environment, this is fuelled by the rise in brand advertising online. The IAB UK cur- This sector grew 7.5% in 2010, indicating recovery from a small dip rently estimate brand advertising online at 13.5% of all of -1.4% growth in 2009. The sector has benefitted from renewed online advertising spend. Within the display space the in- consumer confidence across Europe resulting in increased de- creased use of pre and post roll video advertising around mand for the products and services marketed through this sector online video content and new large brand friendly display – jobs, cars and service industry. Directories and classifieds have formats – such as bill boards and custom backgrounds seen particularly strong in a few emerging territories, for example are contributing towards this change in the way that Poland, Russia and Turkey, where advertisers recognise that inter- advertisers are engaging with online display. net penetration is now sufficiently high to warrant investing in find- ing customers directly online. Tim Elkington, Director of Research and Strategy, IAB UK12 IAB Europe AdEx 2010

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Section 3 - Overview by country Netherlands spend, Sweden’s Display market is worth significantly more than In 2010 Netherlands overtook Italy by just €3.5 million to become its Search market at 31.7%. Europe’s fourth largest digital advertising market. With digital ac- 2010 Digital Ad Spend €572m counting for 25.2% of all advertising spend it is among Europe’s 2009 - 2010 D.A.S Growth 13.1% most mature market. At 13.8% digital advertising growth was Digital as a proportion of Main Media Spend (Warc) 20.7% higher than the total advertising industry, which grew 6.9%* in the same period. Norway 2010 Digital Ad Spend €1,007m Norway is still one of Europe’s most mature digital markets, with 2009 - 2010 D.A.S Growth 13.8% digital accounting for over a quarter of all advertising spend. Nor- Digital as a proportion of Main Media Spend (Warc) 22.3% way’s classifieds and directories market is notably strong, ac- counting for 43.5% of digital spend, as is the display sector at Italy 36.4%, which is boosted by the strong development of video and Italy is now the fifth largest digital advertising market in Europe, mobile in Norway. having been overtaken by the Netherlands in 2010. Display now 2010 Digital Ad Spend €521m accounts for 40.4% of digital spend, up from 38% in 2009. With 2009 - 2010 D.A.S Growth 17.2% mobile internet display accounting for 3.6% of all display spend, Digital as a proportion of Main Media Spend (Warc) 25.3% Italy has a strong mobile display advertising market. With a growth of 19.5% digital advertising outperformed the total advertising Denmark market which grew 4.1%* in the same period. One of Europe’s most mature digital markets, 28% of all advertis- 2010 Digital Ad Spend €1.004m ing spend goes on digital formats in Denmark. The Danish market 2009 - 2010 D.A.S Growth 19.5% grew 14.2% in 2010, outperforming the advertising market which Digital as a proportion of Main Media Spend (Warc) 11.3% grew 5.2% in the same period. 2010 Digital Ad Spend €435m Spain 2009 - 2010 D.A.S Growth 14.2% Spain is Europe’s sixth largest digital advertising market. It saw Digital as a proportion of Main Media Spend (Warc) 28.0% strong growth in 2010, with 22.1% overall and 28.5% in the dis- play sector, outperforming the total advertising market which grew Belgium 3.9% in the same period*. Digital media now accounts for almost 14% of all advertising spend, suggesting that there is still room for At 13.5% the Belgian digital ad market has seen modest growth more strong growth in future. in 2010, maintaining its share of advertising spend around 11%. 2010 Digital Ad Spend €814m 2010 Digital Ad Spend €332m 2009 - 2010 D.A.S Growth 22.1% 2009 - 2010 D.A.S Growth 13.5% Digital as a proportion of Main Media Spend (Warc) 13.8% Digital as a proportion of Main Media Spend (Warc) 11.3% Sweden Sweden saw digital advertising spend grow in line with the to- tal advertising market, at 13.1%. Accounting for 37.2% of digital22 IAB Europe AdEx 2010

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Section 4 - Market insight from IHS Screen Digest ONLINE ADVERTISING BUCKS THE TREND IHS Screen Digest expects online advertising to maintain double-digit growth in 2011 In our current scenario for the media market, Europe will still es- despite adverse economic climate cape another downturn, with all-media advertising revenues at 2.2% growth, helped by stronger growth in Central and Eastern By Daniel Knapp, Head of Advertising Research, Europe (15.5%), especially due to the Russian and Turkish mar- IHS Screen Digest kets. Western Europe will only just be able to fend off a market Most European advertising markets successfully shrugged off the decline with flat growth of 0.1%. recession in 2010 as advertising revenues in the region grew by 8.3% in aggregate across all media. In this 2011 scenario, however, online advertising is a positive outlier. We forecast online advertising revenue across Europe to However, hopes for the longevity of this recovery were short-lived. grow by 12.7% in 2011. Excluding online advertising, the remain- Low economic confidence, high unemployment, an unfavourable ing media categories will, in aggregate, actually contract by 0.4% comparison effect with a strong 2010 and the absence of major in 2011: without online, the total advertising market would actually sports events all put 2011 in a disadvantaged starting position. suffer a double-dip. In addition to this challenging scenario, there was significant risk that initial macro-economic recovery forecasts would not material- The gap in growth rates between traditional media and online ad- ize as the year progresses, leading to ‘double-dips’ in advertising vertising had narrowed in 2010, mainly due to low post-recession spend in 2011. prices in traditional media, which presented a too-good-to-miss opportunity for advertisers. As advertising prices have normalised This risk has now come of age. ‘Low visibility’, advertising fore- in 2011, the outperformance of online has increased again. Strip- casters’ catch-phrase during the last market dive, is experiencing ping away the one-off drivers for 2010 recovery, 2011 growth dy- a renaissance as the macro-economic outlook for the second half namics are evidence that online growth still is mainly organic, and of 2011 is darkening drastically due to the Eurozone and sover- not just cyclically skewed to boom years. eign debt crises on both sides of the Atlantic. Online vs. all media advertising growth (Europe) 20% 15% 15.4% 12.7% 10% 2.2% 8.3% 6.8% -0.4% 5% 0% -5% All media All media excl. online Online 2010 2011 Source: IHS Screen Digest26 IAB Europe AdEx 2010

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Section 4 - Market insight from IHS Screen Digest ONLINE ADVERTISING BUCKS THE TREND visibility banner formats and sponsorship. In addition, advertiser Social network advertising continues to attract the attention of demand for targeting in 2011 is increasingly being paired with the an increasing number of global brand advertisers, acknowledg- demand for branding campaigns, bringing together formerly dis- ing user-friendly buying mechanisms and the fact that 750 million parate trends. Targeting solutions have therefore started to roll out Facebook users cannot be ignored. However, questions remain in premium inventory as well, albeit on a still relatively small scale. around the best way to monetise this audience and what ways of becoming ‘part of a conversation’ - social’s promise to brands – The rejuvenation of display, alongside the proliferation of targeting, do work in which context. The vast potential of social network ad- also comes with challenges. Technological innovation and the in- vertising remains largely untapped. Despite press sources putting creasing reliance on data has sparked a host of metrics and frag- Facebook revenues for the first half of 2011 at $1.6bn, social net- mented reporting systems. Ensuring mid-term growth requires work advertising still has a learning curve ahead, both for publish- agreements on standards and definitions which are comprehen- ers and advertisers. sive, transparent, and easy to grasp for advertisers. The big story in 2010 and 2011 may be the return of display ad- vertising growth. Paid-for search, however, has never gone. It re- mains a continuous driver of online advertising as advertisers of all sizes and categories are valuing it as an effective and cost-efficient communication channel. These attributes also make search the most resilient advertising format against economic downturns. Despite the gloomy economic outlook, we therefore expect paid- for search to grow by 15.5% in 2011 across Europe, outperform- ing display growth after it dropped behind in growth in 2010. In the UK and Germany, Europe’s largest search markets, the seg- ment’s growth will actually be below display in 2011 due to its rela- tive maturity. In other parts of Europe however, most notably CEE and Scandinavia, search still has a lot of room for organic growth. In the CEE region, paid-for search is thriving on the overall emerg- ing market growth and is still frequently underrepresented in terms of online market share. In Russia for instance, we forecast paid-for search to grow by 58.4%. Search growth in CEE also entails a di- versification of the competitive landscape with strong local players such as Russia’s Yandex and their plans to foray into neighbouring CEE markets. In Scandinavia, strong online directories from the pre-Google area have long hindered the rapid uptake of search advertising, but budgets are increasingly migrating from directo- ries to search. Beyond 2011, impulses for search will come from mobile search and a focus on local, as Google’s recent acquisition of lrestaurant rating business Zagat illustrates.28 IAB Europe AdEx 2010

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Section 4 - Market insight from IHS Screen Digest ONLINE TV the premium ad-funded online video advertising segment never issue for broadcasters with getting OTT to the TVs - the lack of developed in this market. In fact, the free-to-view, ad-funded on- standards, which imposes the need to develop multiple versions line TV offers by broadcasters will generate less than 20% of on- for each hardware manufacturers (Samsung, Sony, Pioneers etc.). line TV advertising revenue in 2011. Newspaper publishers are Those collaborations enable broadcasters to compete on content instead stepping in to fill out the void in light of strong demand for rather than technology while opening significant opportunities to free-to-view, premium online video content. We thus expect them boost consumption of the ad-supported online content. A number to take up 73% of the Norwegian online TV advertising market in of German channels - RTL, NDR, QVC, Vox, ZDF, Arte - already 2011. A few years ago the Swedish market was in a very similar launched their HbbTV services, but the large scale of OTT deploy- situation, with newspaper publishers accounting for over 80% of ment across European market might take time. online TV advertising in 2008. However, commercial broadcast- ers have since been ramping up their online propositions with a At the moment consumption on devices beyond the PC remains more balanced approach between subscription and ad-funded small. The same is true of consumption on syndicated platforms. services, which resulted in their growing hold on the online TV While a number of European broadcasters have made a selec- advertising market with 81.8% of revenue in 2010. tion of their content available on YouTube in order to promote their content and attract wide audiences (the most high-profile The growing broadcaster share in most European markets is re- efforts come from UK’s Channel4 and Channel5, both of which flective of commercial broadcasters’ desires to grow their busi- made full episodes available on the site), broadcasters’ own sites nesses online by offering over-the-top (OTT) services that help remain the largest consumption destination. It is of note, how- bring online content traditionally available on PCs, to their cus- ever, that in France and Germany the broadcasters have largely tomers via TV sets, Blu-ray players and games consoles. Today gone the opposite way and maintain their own platforms for us- fragmented European broadcasters’ OTT/DTT initiatives are be- er-generated content (TF1’s WAT.tv, ProSiebenSat1’s MyVideo. ing developed under a number of national-level projects, such as de, RTL’s Clipfish). YouView (formally known as Project Canvas) in the UK, MHP in Italy and HbbTV (Hybrid Broadcast Broadband TV) in Germany and France. This has been done in order to overcome the biggest Selected markets: Online TV advertising revenues forecast (€m) 250 200 204.1 150 159.4 100 50 45.7 38.9 38.6 33.0 28.9 34.4 27.8 17.2 0 Germany Italy Spain Sweden UK 2011 2012 Source: IHS Screen Digest30 IAB Europe AdEx 2010

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Section 6 - Appendices Appendix i: Definition of formats ‘Other’ Category The following four formats are collated as part of this report: This is an umbrella category for smaller non transaction based formats. IAB Europe has included newsletter advertising, solus Display Advertising email and in game advertising in this category where countries An advertiser pays an Internet company for space to display a have measured these formats. static or hyper-linked banner or logo on one or more of the inter- net company’s pages. For the purposes of this report all forms of Newsletter is text or banner advertising that appears around the internet sponsorship, tenancies, rich media, video formats and af- unrelated editorial content of email newsletters. Solus email is de- filiates were collected separately by local IABs have been included fined as an email sent by a media owner to an opt in list where the in the figure for display advertising. content of the email is determined by the advertiser. This category also includes display advertising served on mobile The other category does not include email marketing or related devices where the country supplies this data. costs, defined as an email sent on behalf of an advertiser by an email list manager. Search Fees advertisers pay internet companies to list and/or link their company site domain name to a specific search word or phrase Appendix ii: The Participating IABs (includes paid search revenues), where the fee paid by the client is based on the number of clicks on the listing results. Search IAB Austria categories include: www.iab-austria.at  Paid listings – text links appear at the top or side of search results for specific keywords. The more a marketer pays, the IAB Belgium higher the position it gets. Marketers only pay when a user www.iab-belgium.be clicks on the text link Source: CIM  Contextual search - text links appear in an article based on the context of the content, instead of a user submitted IAB Chapter in Bulgaria (Interactive Association) keyword. Payment only occurs when the link is clicked www.iabulgaria.bg  Paid inclusion – guarantees that a marketer’s URL is indexed by a search engine. The engine’s search algorithms IAB Chapter in Croatia (INAMA) determine the listing. www.inama.hr Source: PwC This category also includes display advertising served on mobile devices where the country supplies this data. IAB Chapter in Czech Republic (SPIR) www.spir.cz Classifieds & Directories Partner: Factum Invenio Fees advertisers pay internet companies to list specific products or services (eg. Online job boards and employment listings, real IAB Chapter in Denmark (FDIM) estate listings, automotive listings, yellow pages). Can be either www.fdim.dk business-to-business or business-to-consumer. Partner: Deloitte40 IAB Europe AdEx 2010

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Section 6 - Appendices slightly by country, IAB Europe works with IHS Screen Digest to en- Finland sure that the findings in the European report are comparable. This  Figures for Display and Classifieds & Directories increased by involves re-adjusting figures to allow for different original methodolo- 15% to adjust from net to gross. 15% agency commission gies, adjusting currencies where local data is not collected in Euros applied to 60% of search figure. and ensuring the year average exchange rate at 2010 has been used. To provide data for previous year growth rates, the prior year’s France figures are also re-calculated using the current report’s year-average  Newsletter advertising estimated by IAB EU to be 20% of exchange rate in order to give transparency over the growth rate. Email Marketing category, this 20% was included in display, remaining email marketing excluded The chart below shows the amounts of actual, estimated and ad-  IAB Europe estimated value of classifieds, added this to justed data included in the 2010 AdEx report. value for directories Appendix iv: Adjustments by country Germany  Affiliate category has been moved in to display Austria  Display discounted by 63.6% to adjust from ratecard  No data supplied by IAB Austria for 2010, growth estimates to gross applied to 2009 data  Classifieds & Directories estimated using Western Europe average growth rate Belgium  Ratecard data on display market supplied by CIM Greece  IAB Europe applied a discount of 68% to estimate  Display discounted by 52% to adjust from ratecard to gross gross revenue  Other categories were estimated by IAB Europe using Hungary European averages  No adjustments needed Bulgaria Ireland  Search estimated using CEE ratio  No adjustments needed. However, Ireland also reported €6m of unclassified digital advertising spend, which has been Croatia included in the ‘Other’ category on page 21. But it has not  Net Ratecard data supplied, Display and Classifieds & been possible to include this figure in the calculations of the Directories figures discounted by 60%, then 15% added to report, as it was submitted after the first publication. account for agency commission Italy Czech Republic  Email marketing excluded  Data grossed up by 20% for display and 15% for search  SMS/MMS marketing excluded booked through agencies to adjust from net to gross Netherlands Denmark  Affiliates incorporated into display  Classified figure adjusted to discount e-commerce revenue  Integrated content and in-game advertising moved from and auctions using IAB Europe estimates display to ‘other’  Email marketing figures excluded  Display grossed up by 15% to adjust from net to gross42 IAB Europe AdEx 2010

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Section 6 - Appendices OUR RESEARCH PARTNERS comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring IHS Screen Digest is the pre-eminent firm of industry analysts cov- the digital world and preferred source of digital business analytics. ering global media markets including film, television, broadband comScore helps its clients better understand, leverage and profit media, mobile media, cinema, home entertainment, gaming, and from the rapidly evolving digital marketing landscape by providing advertising. In November 2010, Screen Digest Limited was ac- data, analytics and on-demand software solutions for the meas- quired by US research company iSuppli Corporation who were urement of online ads and audiences, media planning, website subsequently acquired by IHS, one of the biggest providers of mar- analytics, advertising effectiveness, copy-testing, social media, ket research and insight globally. Together IHS Screen Digest and search, video, mobile, cross-media, e-commerce, and a broad IHS iSuppli offer the most complete and insightful analysis of the variety of emerging forms of digital consumer behavior. comScore global technology, media and telecommunications (TMT) sector. services, which now include the product suites of recent acquisi- www.screendigest.com tions AdXpose, Nedstat, Nexius XPlore, ARSGroup and Certifica, are used by more than 1,800 clients around the world, including global leaders such as AOL, Baidu, BBC, Best Buy, Carat, Deut- sche Bank, ESPN, Facebook, France Telecom, Financial Times, Fox, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Uni- Nielsen Holdings N.V. (NYSE: NLSN) is a global information and versal McCann, Verizon Services Group, ViaMichelin and Yahoo!. measurement company with leading market positions in market- ing and consumer information, television and other media meas- Central to most comScore services is the comScore panel, the urement, online intelligence, mobile measurement, trade shows largest continuously measured consumer panel of its kind. With and related properties. Nielsen has a presence in approximately approximately 2 million worldwide consumers under continuous 100 countries, with headquarters in New York, USA and Diemen, measurement, comScore delivers one of the highest quality, most the Netherlands. For more information, visit www.nielsen.com. comprehensive views of internet browsing, buying and other ac- www.nielsen.com tivity, in the digital environment. Complementing the panel is a unique census-level data collection method, which allows for the integration of consumers’ internet behaviour with powerful audi- ence-measurement insights. The methodology that comScore utilises to thread census-level collected data with the comScore panel is called Unified Digital Measurement. Established 25 years ago, Warc has customers in more than 100 www.comscore.com countries around the world. At the heart of Warc is warc.com, a unique resource relied upon by major creative and media agency networks, market research companies, media owners, multina- tional advertisers and business schools to help tackle any market- ing challenge. Our material is drawn from over 50 sources around the world including: our own publications and content; publica- tions we produce with other organisations, and content we pub- lish from our partners, much of which is exclusive. Warc.com is a trusted resource, recognised for the provision of the latest infor- mation and cutting-edge thinking. www.warc.com44 IAB Europe AdEx 2010

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AND FINALLY Also from IAB Europe Special thanks One of IAB Europe’s three core objectives is to demonstrate the With sincere thanks to all the contacts at the national IABs who value of the online advertising industry through a programme of have supported the production of this report by supplying and research. IAB Europe brings together the best of research available explaining their data to IAB Europe. on the European interactive advertising market through its network of members, national IABs and partners. Current projects include: Thanks to Warc for their total media figures and our members comScore and Nielsen for audience measurement figures. Special Mediascope Europe thanks go the team at IHS Screen Digest - the analysts for their The industry standard European media consumption study Me- insight, commentary, forecasts and support, and Ben Hackshaw diascope Europe covers consumer use of internet, radio, TV, who designed the report. mobile, newspapers and magazines – including the evolution of media multi-tasking. Emerging and evolving online media includ- ing mobile internet use, video consumption and social media are investigated in depth to give a rounded picture of the interactive consumer. The research also includes e-commerce trends. Pro- duced since 2003, the latest study covers 15 markets: UK, Ger- Authors of the AdEx 2010 report many, France, Italy, Spain, Belgium, Netherlands, Denmark, Nor- way, Sweden, Poland, Portugal, Russia, Switzerland and Turkey This report and the data included in it have been written and com- piled by Catherine Borrel, Research Manager IAB Europe and Dan- Consumer Commerce Barometer iel Knapp, Head of Advertising Research at IHS Screen Digest. The CCB is a free online research tool produced by Google and IAB Europe which uses TNS data to provide agencies and adver- tisers with consumer insights across 27 countries and 36 prod- uct categories. Some material available exclusively to IAB Europe members on the Knowledge Bank. Regional report : Central & Eastern Europe ‘Do you CEE?’ produced in partnership with Gemius, gives thor- ough overview of CEE audiences and trends by country. White paper series: Catherine Borrel, Daniel Knapp,  Mobile media consumer insights – Research Manager, Head of Advertising Research, produced in partnership with Orange IAB Europe IHS Screen Digest  Transnational online advertising trading – produced in partnership with IHS Screen Digest  Brand Advertising & Digital – produced with Eric Urdahl, then at United Internet Media For more information about any of these products please see www.IABEurope.eu/research & www.IABEurope.eu/knowledgebank46 IAB Europe AdEx 2010